Targeted advertising on Disney Star Network TV entertainment channels is a significant win for brands

Mumbai: The launch of a targeted advertising solution on Linear TV through a collaboration between Disney Star Network and Tata Play changes the landscape for brands that were previously hesitant to engage with linear advertising. Concerns about spillover effects and high campaign spend were addressed by creating this extremely high-quality and exclusive audience, significantly lowering barriers to entry.

Brands are taking advantage of the opportunity to run a high-visibility campaign with Linear TV’s premium audience, complementing their mobile and CTV digital exclusive audiences. This breakthrough innovation, which offers targeted advertising on Disney Star Network’s HD entertainment channels and premium shows, attracted one of India’s largest advertisers, Amazon, which ran three campaigns for Amazon Fresh and Prime Speed ​​delivery. Flipkart recently launched its flagship Big Billion Day campaign to gain access to this affluent metropolitan cohort. Brands from the D2C, BFSI, Pharma, Media & Entertainment and FMCG sectors have achieved a significant growth spurt with these targeted campaigns on Linear TV.

“We are thrilled with the response we have received to our new addressable ads solution across our linear network of HD channels. Through this unique advertising solution, launched in collaboration with Tata Play, we have opened up a range of opportunities for brands that have specific business objectives and want to target only affluent audiences in the metro area. We look forward to many more successful campaigns during the Christmas season,” said Dev Shenoy, Head of Entertainment, Advertising Sales and Strategy, Disney Star.

Tata Play has tested this differentiated advertising product to grow Linear HD audiences and increase app downloads for its OTT aggregation platform Tata Play Binge. A 10-day, high-frequency binge campaign achieved immediate impact. Pallavi Puri, Chief Commercial & Content Officer at Tata Play commented on the success of the campaign “To promote our Tata Play Binge campaign, we leveraged the addressable ads platform to effectively target the metro viewers of Disney Star Network HD channels. This resulted in a 17% increase in app downloads. We believe this is a remarkable standard of effectiveness and ROI.”

Riversoft, a water softener startup, was one of the first brand campaigns for this new promotional product and saw significant double-digit growth in its e-commerce sales. Ashutosh Kedawat, Riversoft founder commented on the enthusiastic response from consumers to this campaign “We wanted to try Linear TV for our advertising campaign and were looking for a plan with less spillover to help us reach our target audience. Disney Star Network presented a plan for the top 8 metros that also aligned with our target audience. We were really pleased to see how well the campaign worked.”

Other D2C brands and start-ups successfully ventured into linear TV advertising with this groundbreaking advertising product. Perfora, a Gen Z-first oral care brand that is redefining teeth whitening with safe and effective solutions, expanded its audience by tapping into millennials in its first TV campaign. The campaign saw a significant increase in website traffic and resulted in increased search volume for brands over its run. Gourmet snack brand 4700BC saw a significant increase in quick commerce orders. Third Wave Coffee saw an increase in its store footfall in Delhi NCR, Mumbai and Bangalore, resulting in high double-digit sales growth.

While this unique advertising product on Linear TV attracted many new brands, existing FMCG advertisers like Freedom Oil used this advertising product to reach a niche group of Hindi content viewers in the southern metros.

This innovation on Linear TV underscores Disney StarNetwork and Tata Play’s commitment to meet the evolving needs of marketers seeking more targeted audience targeting while leveraging the power of professionally generated entertainment content to accelerate brand growth.